While growing up, almost every kid in the neighborhood with some amount of street credit to his or her name had a glow in the dark sticker/star/toy. It was a must have, a definition of cool, a basic benchmark of wow. It was a gender neutral, expense account immaterial kind of product.

What is it about that feeling? It was the first time in our little heads that we felt wowza and didn’t know why. Didn’t seem the need to find out why it costs how much it did. Why i will need the product. How will i benefit from buying it ? Nothing. Zilch. Just wowza.

(yea yea toddlers cant really care about income disparity and all that bull) but make it glow in the dark and I’m transported back into my childhood days where all my brain can think of is this.

Sell me that feeling and I wont be asking why.

Two important pulse monitors and perhaps a job list for “the french maid” ( scroll down for that post )

Will your brand glow in the dark? If all your competition suddenly collapsed would you be strong enough to BE the category? (Read: Tabasco)

Can your brand turn the lights off for the consumer? Once bought, the consumer will have no need to turn the lights on to look for anything else in the category? (Read: Once you go mac you never go back)

I know I’m asking the brands to be the Sachin Tendulkar of Cricket, the Michael Jordan of Basketball etc etc. But hey, “Don’t tell me sky’s the limit when there’s footprints on the moon.~ unknown”